In 2006, Tim Soar launched menswear label SOAR to great acclaim. Matthew Murphy of B-Store bought key pieces of this collection and of subsequent collections. Liberty also bought the next Rockabilly inspired collection. Top international stylist, Jodie Barnes, came on board in 2007 bringing an added focus to the label.

“For a year or two I had felt an increasingly strong urge to move into fashion design. I felt that I had something to say about modern menswear and that it was time to move on from the flippant to something more serious. I was tired of seeing gimmicky menswear that was badly made and did not fit correctly. I set out to produce clothes that are a synthesis of minimalism and the avant guarde made to the highest possible standards.”